Brief Description: 1989 switch to TV advertising pushed the company into the top ten motor insurers. Strategy focused on telephone quotations. Millward Brown tracking study showed a dramatic lift in enquiries after the TV campaign while direct mail and press showed no change. ---(TAGS)--- Full Title: Direct Line Insurance ~ Direct Line Insurance : Direct response and brand building is possible; Number: 1992/608; Brand: Direct Line Insurance; Client: Direct Line Insurance; Product Category: Financial Services (Insurance - motor, home, life, pet, funeral, card protection, payment protection, legal, accident, critical illness, general,health); Agency: Hoare Wilkins; Author: Andrew Ingram; Prize Winners: Third Prize; (Adworks ref: Advertising Works 7)